ABSTRACT
The COVID-19 pandemic affected a variety of consumer needs, preferences, and behaviors but with considerable heterogeneity. This article develops a conceptual framework that focuses on (1) how consumers responded to the pandemic, (2) drivers of heterogeneity, and (3) effects that may persist in a post-pandemic world. Grounded in meaning-making theory, the framework derives four categories of consumer meaning making in light of COVID-19. Then, the framework draws on life course research to theorize that the pandemic driven by the perceived severity of its impact on certain consumer segments can elicit turning point and cohort effects (e.g., decreased control and increased risk perceived by consumers). In parallel, the framework predicts that certain other consumers will rebound and return to normality relatively quickly. Our process model offers meaningful implications for future consumer and marketing research.
ABSTRACT
Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000-2021 in these dyads along four major components: goals;channels, media, and platforms;content;and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts. (PsycInfo Database Record (c) 2022 APA, all rights reserved)
ABSTRACT
Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000-2021 in these dyads along four major components: goals;channels, media, and platforms;content;and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.
ABSTRACT
The world of retailing is being reimagined and transformed at breakneck speeds due to new technologies, as well as due to changes in consumer purchasing behavior resulting from the COVID-19 pandemic. This dynamic retail marketplace is forcing retailers to strategize how to best position themselves to survive and flourish in this environment. Recognizing that we are at a critical inflection point in the world of retailing, we conceptualize a Strategic Wheel of Retailing in the new technology era that emphasizes technology as the core enabler of the strategies related to the 6Ps of retailing (retail place and supply chain management, product, pricing, promotion, personnel, and presentation). In particular, the articles calls for retailers to carefully their review their competitive ecosystem as they adapt to the new technologies, raises some issues, and offers new directions for further research on how technology can be leveraged to design profitable retail strategies.